So, in today’s MarketingExperiments blog post, we’re going to look at how the MECLABS Research team used paid search keywords strategically placed on a landing page to achieve a 144% increase in total leads.

First, let’s take a quick look at the research notes on the experiment …

Background: Provides end-to-end market solutions for small and medium-sized businesses

Goal: Increase the email capture rate of an online form

Primary Research Question: Which page will obtain the most form submissions?

Approach: A/B split test

Control

A problem the team identified in the control was the landing page utilized a general headline that did not reference the keyword used in the PPC ad.

Treatment

For the treatment, the team hypothesized a simple integration of the keyword utilized in the PPC ad would make a deeper connection between the expectations created by the PPC ad and expectations for the landing page in the mind of a user.

Results

What you need to know

By strategically placing keywords from the PPC ad into the headline of the landing page, the treatment produced 144% more leads.

A/B Split Test is one of the effective tools in for PPC Ads. It could certainly turn the sides in advertiser’s side. But we need to give some time for the A/B Split Test to succeed. Else all our money would be wasted.